Method of and system for determining a next state for a recommendation block to be displayed in web browser

ABSTRACT

A method of determining a next state for a recommendation block to be displayed by a browser application. The method includes, by a server, receiving an indication of the web resource and of supplemental content to be displayed, determining a plurality of features associated with the web resource, executing a Machine Learning Algorithm (MLA) based on the plurality of features to determine a confidence level parameter and based thereon selecting a lookup table out of a plurality of different lookup tables. The selected lookup table is sent to the browser application. The browser application processes the lookup table to determine a next state of the recommendation block and display the recommendation block containing the supplemental content in the next state outputted by the selected lookup table.

CROSS-REFERENCE

The present application claims priority to Russian Patent ApplicationNo. 2018144180, entitled “Method of and System for Determining a NextState for a Recommendation Block to be Displayed in Web Browser”, filedDec. 13, 2018, the entirety of which is incorporated herein byreference.

FIELD OF TECHNOLOGY

The present technology relates to web browsers, and more specifically tomethods and systems for determining a next state for a recommendationblock for presenting recommendation block to be displayed in a webbrowser of an electronic device.

BACKGROUND

Numerous content generation and/or recommendation methods and systemsexist. Such methods and systems provide users viewing various webresources via electronic devices with content that could be of interest.

For example, US 2018/0060749 A1, published on Mar. 1, 2018 and assignedto LinkedIn Corporation, teaches a system and method for contentgeneration and targeting using machine learning. In example embodiments,a probability that a user will visit a webpage based on historical datais calculated. A probability that the user will engage with a particularcontent category based on past user engagement is calculated. Inresponse to the probability of the user engaging with the particularcontent category being equal to or greater than a first threshold, thecontent is generated. Further, in response to the probability of theuser not visiting a webpage meeting or exceeding a second threshold, thegenerated content is sent to the user.

As another example, U.S. Pat. No. 9,223,830 B1, issued on Dec. 29, 2015and assigned to Audible Inc., teaches a presentation analysis servicethat may obtain presentation information from one or more computingdevices that are presenting an item of content. The presentationinformation may be used to generate recommendations to be provided to auser that is consuming the item of content and/or to a provider of itemsof content. Further, the presentation information may be used to adapt apresentation of the item of content.

As another example, US 2014/019285 A1, published on Jan. 16, 2014 andassigned to eBay Inc., teaches methods and systems for attempting tooptimize online listings for users of an Internet sales website, such asan online auction website. Recommendations can be provided to the usersfor improving their listings. The recommendations can be made usingrules and statistical models. The listings can be monitored forcompliance with the recommendations. The listings can be monitored foreffectiveness of such compliance. The rules can be modified in light ofsuch effectiveness. In this manner, listings can tend to be optimized soas to increase the likelihood of a visit from a potential buyerresulting in conversion.

As another example, U.S. Pat. No. 8,200,661 B 1, issued on Jan. 12, 2012and assigned to Google Inc., teaches a method, and a computer-programproduct (e.g., software) for use with a computer system which may beused to provide one or more recommendations to a user based at least inpart on monitored user actions while the user interacts with a supportdocument (e.g., a website or a web page) that includes content formultiple support topics, such as help instructions associated with anapplication or a service. In particular, one or more support topics areassociated with the monitored user actions using a supervised-learningmodel, and these support topics are recommended to the user. Thissupervised-learning model may be trained on portions of the contentaccessed by multiple users during multiple sessions. In thesupervised-learning model, content accessed by one of the users during agiven session may be more relevant than content accessed by this userduring the multiple sessions.

As another example, US 2007/0100915 A1, published on May 3, 2007 andassigned to Oath Inc., teaches that dynamically suggested informationhelps users navigate collections of information and the underlyingreference items in the collections with a reduced need to perform searchqueries. For example, a user browsing an Internet sports site might beshown dynamically generated links to fantasy sports websites, sports andteam message boards, and other sports-related sites. Clicking on adynamically generated link, such as a fantasy sports website link,redirects the user to a new site. When the user arrives at the new site,the dynamically generated links and any other suggested information areautomatically updated.

SUMMARY

Without wishing to be bound to any specific theory, developers of thepresent technology have appreciated that in at least some cases, priorart methods and systems for generating and/or recommending content haveshortcomings.

The present technology has been developed based on developers'appreciation that there exists at least one problem associated with eachgiven prior art method and system for generating and/or recommendingcontent. For example, in some cases prior art systems present content tousers at inappropriate times (from the user's perspective), potentiallyresulting in the user being dissatisfied with the content recommendationservice/underlying application, but also waste bandwidth to send therecommended content between a server and a client device. In some cases,prior art systems present content to users that is of no interest to theusers. In some other cases, prior art systems present content to usersin a visual format that is suboptimal given the particular contentand/or type(s) of content presented and/or user's then current browsingintent.

For example, in some cases, prior art technology may displaysupplemental content, which has relatively little value to a given user,in a relatively large window on a user's electronic device. As a result,the user may be required to close the relatively large window in orderto carry on with their browsing activity, thereby losing time that theycould otherwise have used to achieve whatever ends they were intent onachieving via their browsing activity. At least in cases where prior artsystems and methods may display such nuisance windows relativelyfrequently, the user may experience a material cumulative time lossand/or a material loss of productivity.

The present technology has been developed with a view to ameliorating atleast one of, and in some implementations, different combinations of,such problems with the prior art.

A first broad aspect of the present technology relates to determiningwhen to display, and when not to display, supplemental content to a userat various times during the user's browsing activity. In some cases, thepresent technology allows to present supplemental content (which is anexample of supplemental content) to a user at relevant times and/or whenthe supplemental content will be of interest to the user. In some cases,the present technology allows to avoid presenting a user withsupplemental content that would be of no interest to the user and/or atinappropriate times. In some cases, the present technology allows toreduce a frequency of instances when a user is presented withsupplemental content that is of no interest to the user.

A second broad aspect of the present technology relates to determining aparticular visual format and/or a particular visual method ofpresentation of supplemental content to a user, after it is determinedthat supplemental content should be displayed to the user. In somenon-limiting implementations, the present technology allows to determinewhether a particular set of supplemental content should be presented ina large window, a medium sized window, a small window, as a snippet, asan animated window, with what type of animation, in which part(s) of thedisplay, and so on, depending on the particular type of the supplementalcontent and/or on the particular content for example.

In some cases, the present technology allows relatively more interestingcontent to be presented to the user in a relatively larger format (e.g.via a relatively larger window) and/or in an otherwise more prominentmanner on a display 103 of the electronic device 102 (see FIG. 1). Insome cases, the present technology allows relatively less interestingcontent to be presented to the user in a relatively smaller format (e.g.via a relatively smaller window) on the screen of the electronic device.In some cases, the present technology allows relatively more interestingcontent to be presented to the user in a relatively larger format (e.g.via a relatively larger window) on the screen of the electronic device.

In some cases, the present technology allows presenting, for example,video content in a window optimized for displaying video, whilepresenting, for example, textual content in a window optimized fordisplaying text. In some cases, the present technology allows displaycontent that was determined to be recommended to the user but having arelatively low probability of being of interest to the user, in asnippet that does not impede by its presence the user's ability tocontinue browsing a web resource. In some such cases, the user is ableto continue browsing the resource without having to close the snippetfor example.

In some cases, displaying supplemental content via a particular visualpresentation selected based on a user action and/or a particular currentstate of a graphical user interface being used by the user and/or theparticular type of content and/or particular relevance of content ismore beneficial to the user than displaying the same supplementalcontent via a different visual presentation.

In view of the above, in a first broad aspect of the present technology,there is provided a method of selectively presenting a recommendationblock to a user accessing a web resource in a browser application beingdisplayed on a display of an electronic device, the method executable ata server connectable to the electronic device via a communicationnetwork, the method comprising: receiving, at a server, an indication ofa browser application state of the browser application, the indicationincluding: a display state of the web resource being displayed in thebrowser application, the display state being one of a pluralitypre-defined display states, and an indication of a user action with thebrowser application; determining, by the server, a plurality of featuresassociated with at least a part of the web resource.

The method proceeds with receiving, by the server, from a contentrecommendation server an indication of supplemental content, thesupplemental content being selected at least in part based on theplurality of features; executing, by the server, a Machine LearningAlgorithm (MLA) to determine a recommendation score, the recommendationscore being indicative of whether the supplemental content should bedisplayed via the browser application, the determination being donebased on at least the browser application state; and based on therecommendation score, selectively executing sending by the server to thebrowser application at least one data packet configured to cause thebrowser application to display the recommendation block containing thesupplemental content on the display of the electronic device.

In some embodiments, the plurality of features includes datarepresentative of a plurality of prior user actions by which the userhad interacted with the web resource via the browser application, atleast some of the plurality of prior user actions having causedrecommendation blocks to be displayed via the browser application.

In some embodiments, the plurality of features includes a plurality offeatures of the web resource.

In some embodiments, the recommendation score includes a confidencelevel parameter determined by the MLA based on the plurality offeatures, the confidence level parameter being indicative of aprobability that the supplemental content would be of interest to theuser if presented to the user; and the selectively executing the sendingthe at least one data packet to the browser application includesdetermining, by the server, whether the probability exceeds apre-defined probability threshold, and sending the at least one datapacket to the browser application if the probability exceeds thepre-defined probability threshold.

In some embodiments, the MLA had been trained based on user interactionswith training recommendation blocks and based on features associatedwith training web resources that were accessed by users to be presentedwith respective ones of the training recommendation blocks.

In some embodiments, the user action is at least any one of: a backscroll, a scrolling action, a gesture inputted into a touch sensitiveinput device, an actuation of at least one key of a keyboard, and anactuation of at least one button of a mouse, a scrolling action reachingan end of a displayed page of the web resource.

In some embodiments, the display state is further indicative of therecommendation block being in a current state at the time of the serverreceiving the indication of the user action, the current state beingindicative of how the recommendation block having previous content isbeing displayed together with the web resource; and the method furtherincludes sending to the browser application a presentation selectionalgorithm configured to be processed by the browser application inresponse to receiving the at least one data packet, by: the browserapplication inputting into the presentation selection algorithm as inputboth (i) the indication of the user action and (ii) an indication of thecurrent state of the recommendation block, the browser applicationreceiving from the presentation selection algorithm as output based onthe indication of the user action and the indication of the currentstate, an indication of a next state of the recommendation block, andthe browser application displaying the recommendation block containingthe supplemental content on the display in the next state of therecommendation block.

In some embodiments, the presentation selection algorithm is a lookuptable that comprises a plurality of different possible next states ofthe recommendation block as possible outputs, and the user action and aplurality of different possible current states of the recommendationblock as possible inputs for providing the possible outputs; the lookuptable correlates each of the plurality of different next states of therecommendation block to one particular combination of a given currentstate of the plurality of different possible current states and the useraction; and the lookup table is configured to output the next state ofthe recommendation block from the plurality of different possible nextstates of the recommendation block as output in response to the currentstate of the recommendation block and the user action being inputtedinto the lookup table as input.

In some embodiments, the lookup table comprises a plurality of differentpossible user actions as part of the possible inputs, the user actionbeing one of the different possible user actions; and the lookup tablecorrelates each particular combination of: i) the given current state ofthe plurality of different possible current states of the recommendationblock, and ii) a given user action of the plurality of differentpossible user actions to one next state of the plurality of differentnext states of the recommendation block.

In some embodiments, the recommendation score includes a confidencelevel parameter indicating a confidence level that the supplementalcontent would be of interest to the user if presented to the user; thesending to the browser application the lookup table includes selecting,by the server, the lookup table out of a plurality of different lookuptables accessible by the server,

In some such embodiments, each lookup table of the plurality ofdifferent lookup tables: corresponds to one confidence level range of aplurality of different confidence level ranges accessible by the server,and determines a particular next state of the recommendation block basedon a given combination of the current state of the recommendation blockand the user action, the particular next state of the recommendationblock being different from the next state of the recommendation blockdetermined by at least one of the rest of the plurality of differentlookup tables based on the same given combination of the current stateof the recommendation block and the user action.

In some such embodiments, selecting, by the server, the lookup table outof the plurality of different lookup tables includes: determining acorrespondence between the confidence level indicated by the confidencelevel parameter and a matching one of the plurality of differentconfidence level ranges, and selecting the lookup table to be the one ofthe plurality of different lookup tables that corresponds to thematching one of the plurality of different confidence level ranges.

In some embodiments, the supplemental content is associated with atleast one type of content; and the lookup table is selected by theserver out of the plurality of different lookup tables further based onthe at least one type of content.

In some embodiments, the plurality of different lookup tables are sentto the browser application prior to the server sending the at least onedata packet to the browser application; and the at least one data packetis configured to cause the browser to process the lookup table todetermine the next state of the recommendation block based on theindication of the user action and the indication of the current stateand to display the recommendation block on the display in the next stateof the recommendation block.

In some embodiments, the sending the at least one data packet includessending by the server the selected lookup table to the browserapplication.

In some embodiments, each lookup table of the plurality of lookup tablescomprises a plurality of different possible user actions, the useraction being one of the different possible user actions; and each lookuptable of the plurality of lookup tables correlates each particularcombination of: i) the given current state of the plurality of differentpossible current states of the recommendation block, and ii) a givenuser action of the plurality of different possible user actions, to onenext state of the plurality of different next states of therecommendation block.

In some embodiments, each confidence level of the plurality of differentconfidence level ranges is a range of confidence levels that thesupplemental content would be of interest to the user.

In some embodiments, the plurality of different lookup tables includes:a first lookup table corresponding to a first confidence level of theplurality of different confidence level ranges, and a second lookuptable corresponding to a second confidence level of the plurality ofdifferent confidence level ranges, the second confidence level beinghigher than the first confidence level; and the recommendation block ismore prominent: when displayed on the display in the particular nextstate of the recommendation block determined by the second lookup tablebased on the given combination of the current state of therecommendation block and the user action, when compared to beingdisplayed on the display in the particular next state of therecommendation block determined by the first lookup table based on thesame given combination of the current state of the recommendation blockand the user action.

In some embodiments, the plurality of different possible current statesof the recommendation block comprises a visual state of therecommendation block and a virtual state of the recommendation block,the virtual state being defined such that the recommendation block isinvisible on the display when displayed by the browser application inany virtual state of the at least one virtual state.

In some embodiments, the sending by the server to the browserapplication the at least one data packet, receiving at the server anindication of the user having viewed the supplemental content via therecommendation block; and in response to the receiving the indication ofthe user having viewed the supplemental content, assigning a givenvirtual state to the recommendation block as the current state of therecommendation block; and wherein the plurality of different possiblecurrent states of each lookup table of the plurality of different lookuptables includes the given virtual state of the recommendation block.

In some embodiments, the plurality of different possible next states ofthe recommendation block comprises at least one visual state of therecommendation block and at least one virtual state of therecommendation block.

According to another aspect of the present technology, there is provideda server for selectively presenting a recommendation block to a useraccessing a web resource in a browser application being displayed on adisplay of an electronic device, the server being communicativelyconnectable to the electronic device and comprising: a processor; and anon-transient memory communicatively connected to the processor, thenon-transient memory storing instructions.

When executed by the processor, the instructions cause the server to:receive an indication of a browser application state of the browserapplication, the indication including: a display state of the webresource being displayed in the browser application, the display statebeing one of a plurality pre-defined display states, and an indicationof a user action with the browser application; determine a plurality offeatures associated with at least the part of the web resource; receivefrom a content recommendation server an indication of supplementalcontent; and execute a Machine Learning Algorithm (MLA) to determine arecommendation score, the recommendation score being indicative ofwhether the supplemental content should be displayed via the browserapplication, the determination being done based on at least the browserapplication state.

The instructions further cause the server, where the recommendationscore exceeds a pre-defined metric, send to the browser application atleast one data packet configured to cause the browser application todisplay the recommendation block containing the supplemental content onthe display in response to the user action.

According to yet another aspect of the present technology, there is alsoprovided another method of determining a next state for a recommendationto be displayed by a browser application on a display of an electronicdevice, the recommendation block being in a current state, the browserapplication displaying a web resource on the display.

In some non-limiting embodiments, the method comprises: receiving, at aserver, an indication of the web resource and an indication ofsupplemental content is to be displayed on the display via therecommendation block in association with the web resource; determining,by the server, a plurality of features associated with at least the partof the web resource; executing, by the server, a Machine LearningAlgorithm (MLA) based on the plurality of features to determine aconfidence level parameter, the confidence level parameter beingindicative of a confidence level that the supplemental content will beof interest to the user; and selecting, by the server based on theconfidence level parameter, a lookup table out of a plurality ofdifferent lookup tables accessible by the server.

In some such method embodiments, each lookup table of the plurality ofdifferent lookup tables: corresponds to one confidence level range of aplurality of different confidence level ranges accessible by the server,comprises a plurality of different possible next states of therecommendation block as possible outputs, and a plurality of differentpossible user actions and a plurality of different possible currentstates of the recommendation block as possible inputs for generating anoutput, and correlates each particular combination of a given currentstate of the plurality of different possible current states and a givenuser action of the plurality of different possible user actions to onenext state of the plurality of different next states.

In some such method embodiments, the method further includes sending, bythe server, to the browser application the selected lookup table, thelookup table being configured to be processed by the browser applicationto: determine an indication of a next state of the recommendation blockof the plurality of different possible next states of the recommendationblock, and display the recommendation block containing the supplementalcontent on the display in the next state outputted by the selectedlookup table.

In some such method embodiments, the plurality of features includes datarepresentative of a plurality of prior user actions by which the userhad interacted with the web resource via the browser application, atleast some of the plurality of prior user actions having causedrecommendation blocks to be displayed via the browser application.

In some such method embodiments, the plurality of features includes aplurality of features of the web resource.

In some such method embodiments, the MLA had been trained based on userinteractions with training recommendation blocks and based on featuresassociated with training web resources that were accessed by users to bepresented with respective ones of the training recommendation blocks.

In some such method embodiments, the sending, by the server, to thebrowser application the selected lookup table is in response to theserver receiving an indication of a user action executed in the browserapplication; and the selected lookup table is configured to be processedby the browser application to determine the indication of the next stateof the recommendation block by the browser application inputting intothe selected lookup table the indication of the user action and thecurrent state of the recommendation block.

In some such method embodiments, the user action is at least any one of:a back scroll, a scrolling action, a gesture inputted into a touchsensitive input device, an actuation of at least one key of a keyboard,and an actuation of at least one button of a mouse, a scrolling actionreaching an end of a displayed page of the web resource.

In some such method embodiments, the plurality of different lookuptables includes: a first lookup table corresponding to a firstconfidence level of the plurality of different confidence level ranges,and a second lookup table corresponding to a second confidence level ofthe plurality of different confidence level ranges, the secondconfidence level being higher than the first confidence level; and therecommendation block is more prominent: when displayed on the display inthe particular next state of the recommendation block determined by thesecond lookup table based on a given combination of the current state ofthe recommendation block and the user action, when compared to beingdisplayed on the display in the particular next state of therecommendation block determined by the first lookup table based on thesame given combination of the current state of the recommendation blockand the user action.

In some such method embodiments, the current state of the recommendationblock is one of a visual state and a virtual state, the recommendationblock being invisible on the display when the recommendation block is inthe virtual state.

In some such method embodiments, the plurality of different possiblecurrent states of the recommendation block comprises a visual state ofthe recommendation block and a virtual state of the recommendationblock, the virtual state being defined such that the recommendationblock is invisible on the display when displayed by the browserapplication in any virtual state of the at least one virtual state

In some such method embodiments, the method further comprises: after thesending by the server to the browser application the selected lookuptable, receiving at the server an indication of the user having viewedthe supplemental content via the recommendation block displayed by thebrowser application using the selected lookup table; and in response tothe receiving the indication of the user having viewed the supplementalcontent, changing the current state of the recommendation block to agiven virtual state of the recommendation block, the plurality ofdifferent possible current states of each lookup table of the pluralityof different lookup tables including the given virtual state of therecommendation block.

In some such method embodiments, the plurality of different possiblenext states of the recommendation block comprises at least one visualstate of the recommendation block and at least one virtual state of therecommendation block.

In some such method embodiments, the confidence level indicated by thedetermined confidence level parameter is a probability that thesupplemental content will be of interest to the user; and the selectingthe lookup table out of the plurality of different lookup tables is inexecuted by the server in response to determining, by the server, thatthe probability indicated by the determined confidence level parameterexceeds a pre-defined probability threshold.

In yet another aspect, the present technology provides a server forcausing a browser application of an electronic device to display on adisplay of the electronic device a recommendation block in a next stateof the recommendation block, the recommendation block being in a currentstate prior to being displayed on the display in the next state, thebrowser application displaying a web resource on the display.

In some embodiments, the server is communicatively connectable to theelectronic device and comprises: a processor; and a non-transient memorycommunicatively connected to the processor, the non-transient memorystoring instructions that when executed by the processor, cause theserver to: receive an indication of the web resource and an indicationof supplemental content to be displayed on the display via therecommendation block in association with the web resource; receive anindication of a plurality of features associated with at least the partof the web resource; execute a Machine Learning Algorithm (MLA) based onthe plurality of features to determine a confidence level parameter, theconfidence level parameter being indicative of a confidence level thatthe supplemental content will be of interest to the user; select, basedon the confidence level parameter, a lookup table to be sent to theelectronic device.

In some such embodiments, the lookup table is one of a plurality ofdifferent lookup tables accessible by the server, each lookup table ofthe plurality of different lookup tables: corresponding to oneconfidence level range of a plurality of different confidence levelranges accessible by the server, comprising a plurality of differentpossible user actions and a plurality of different possible currentstates of the recommendation block as possible inputs for generating anoutput, and a plurality of different possible next states of therecommendation block as possible outputs based on the possible inputs,and correlating each particular combination of a given current state ofthe plurality of different possible current states and a given useraction of the plurality of different possible user actions to one nextstate of the plurality of different next states.

In some such embodiments, the instructions in the non-transient memorywhen executed by the processor further cause the server to send to thebrowser application the selected lookup table, the selected lookup tablebeing configured to be processed by the browser application to:determine an indication of the next state of the recommendation block ofthe plurality of different possible next states of the recommendationblock, and display the recommendation block containing the supplementalcontent on the display in the next state of the recommendation blockoutputted by the selected lookup table.

In some such server embodiments, the selected lookup table is configuredto be processed by the browser application by the browser application:inputting into the selected lookup table a combination of: (i) anindication of a user action executed in the browser application whilethe recommendation block is in the current state, and (ii) the currentstate of the recommendation block; and receiving from the selectedlookup table the next state of the recommendation block as output inresponse to the inputting.

In some such server embodiments, the user action is at least any one of:a back scroll, a scrolling action, a gesture inputted into a touchsensitive input device, an actuation of at least one key of a keyboard,and an actuation of at least one button of a mouse, a scrolling actionreaching an end of a displayed page of the web resource.

In some such server embodiments, the plurality of features includes datarepresentative of a plurality of prior user actions by which the userhad interacted with the web resource via the browser application, atleast some of the plurality of prior user actions having causedrecommendation blocks to be displayed via the browser application.

In some such server embodiments, the plurality of features includes aplurality of features of the web resource.

In some such server embodiments, the MLA had been trained based on userinteractions with training recommendation blocks and based on featuresassociated with training web resources that were accessed by users to bepresented with respective ones of the training recommendation blocks.

In some such server embodiments, the instructions that when executed bythe processor, cause the server to: i) receive the indication of the webresource, ii) receive an indication of the plurality of features, iii)execute the MLA, and iv) select and send the lookup table, in responseto the server having received the indication of the user action executedin the browser application.

BRIEF DESCRIPTION OF THE DRAWINGS

These and other features, aspects and advantages of the presenttechnology will become better understood with regard to the followingdescription, appended claims and accompanying drawings where:

FIG. 1 depicts a schematic diagram of a distributed computer-processingsystem suitable for implementing non-limiting embodiments of the presenttechnology.

FIG. 2 depicts an electronic device displaying a web page of a webresource, the web resource being displayed in a given display state.

FIG. 3 depicts the electronic device of FIG. 2, the electronic devicedisplaying the web page of the web resource, the web resource and theweb page being in another given display state, the other given displaystate including a display of a recommendation block containingsupplemental content.

FIG. 4 depicts the electronic device of FIG. 2, the electronic devicedisplaying the web page of the web resource, the web resource and theweb page being in yet another given display state, the yet other givendisplay state including a display of the recommendation block of FIG. 3,the recommendation block being in an expanded visual state.

FIG. 5 shows a logic flow diagram depicting a non-limitingimplementation of a method according to the present technology.

FIG. 6 shows a logic flow diagram depicting another non-limitingimplementation of a method according to the present technology.

FIG. 7 depicts the electronic device of FIG. 2, the device displaying aweb page of another web resource, the other web resource and the webpage being in a given display state, the given display state including adisplay of a recommendation block in a virtual state thereof.

FIG. 8 depicts the electronic device of FIG. 2, the device displayingthe web page of the other web resource, the other web resource and theweb page being in another given display state, the other given displaystate including a display of the recommendation block in a visualsnippet state thereof.

FIG. 9 depicts the electronic device of FIG. 2, the device displayingthe web page of the other web resource, the other web resource and theweb page being in yet another given display state, the yet other givendisplay state including a display of the recommendation block in avisual expanded state thereof.

DETAILED DESCRIPTION OF NON-LIMITING EMBODIMENTS

Referring to FIG. 1, there is shown a schematic diagram of a system 100suitable for implementing non-limiting embodiments of the presenttechnology. It is to be expressly understood that the system 100 isdepicted as merely as an illustrative implementation of the presenttechnology. Thus, the description thereof that follows is intended to beonly a description of illustrative examples of the present technology.This description is not intended to define the scope or set forth thebounds of the present technology.

In some cases, what are believed to be helpful examples of modificationsto the system 100 may also be set forth below. This is done merely as anaid to understanding, and, again, not to define the scope or set forththe bounds of the present technology. These modifications are not anexhaustive list, and, as a person skilled in the art would understand,other modifications are likely possible. Further, where this has notbeen done (i.e. where no examples of modifications have been set forth),it should not be interpreted that no modifications are possible and/orthat what is described is the sole manner of implementing that elementof the present technology. As a person skilled in the art wouldunderstand, this is likely not the case.

In addition it is to be understood that the system 100 may provide incertain instances simple implementations of the present technology, andthat where such is the case they have been presented in this manner asan aid to understanding. As persons skilled in the art would understand,various implementations of the present technology may be of a greatercomplexity. Additionally, while particular examples of functionalitythat can be provided by the present technology have been set forthbelow, other functionality can also be achieved by the presenttechnology based on the present disclosure.

Turning to FIG. 1, the present non-limiting embodiment of the system 100comprises an electronic device 102, also referred to as the user'selectronic device 102. The electronic device 102 is typically associatedwith a user (not depicted) and, as such, can sometimes be referred to asa “client device”. It should be noted that the fact that the electronicdevice 102 is associated with the user does not need to suggest or implyany mode of operation—such as a need to log in, a need to be registeredor the like.

In accordance with the non-limiting embodiments of the presenttechnology, the electronic device 102 is a smartphone which comprisesthe display 103, which can be implemented as a touch sensitive displayserving both for receiving user inputs via gestures and for providingvisual outputs to the user; a network communication interface (such as amodem, a network card and the like) for two-way communication over acommunications network 114; and a processor coupled to the user inputinterface, the user output interface and the network communicationinterface, the processor being configured to execute various routines,including those described herein below. To that end the processor maystore or have access to computer readable commands which commands, whenexecuted, cause the processor to execute the various routines describedherein.

The implementation of the electronic device 102 is not particularlylimited. It is contemplated that the electronic device 102 may beimplemented as a personal computer (desktop, laptop, netbook, etc.) oras another type of a wireless electronic device (for example, a tabletand the like). The general implementation of the electronic device 102is known in the art and, as such, will not be described here at muchlength.

The electronic device 102 comprises hardware and/or software and/orfirmware (or a combination thereof), as is known in the art, to executeand display a browser application 104. Generally speaking, the purposeof the browser application 104 is to enable the user (not depicted) toaccess one or more web resources. The browser application 104 has acommand interface 106 and a browsing interface 108, both of which may beempty when the user has not yet started inputting any web resourceaddresses or any queries. In some implementations, the command interface106 and the browsing interface 108 could be configured to access adefault web resource such as a “home page” for example.

In the present non-limiting embodiment, the command interface 106 isimplemented as an “omnibox” field—an entry field incorporating thefunctionality of a field for entering Uniform Resource Locators (URLs)and a field for entering search queries for a search engine to search.Accordingly, within the depicted embodiment, the user can use thecommand interface 106 for both entering search queries and resourcelocations such as URLs.

The browsing interface 108 is configured for displaying to the user: (i)a web resource associated with for example a URL entered into thecommand interface 106; (ii) a web page generated in response to thesearch query entered in the command interface 106; or (iii) any otherform of navigation pane. It will be appreciated that the particularlayout of the command interface 106 and the browsing interface 108 ofFIG. 1 is provided as an example only an is not limiting. It iscontemplated that depending on each particular implementation of thebrowser application 104 and/or the electronic device 102 executing thebrowser application 104, the command interface 106 and the browsinginterface 108 could be located in different positions on the screen ofthe electronic device 102, could be animated, could be configured toappear and disappear depending on each given user action, and so on.

With the features described above, the browser application 104 allowsthe user to navigate to any one of a plurality of different webresources. In addition to enabling the user to navigate to a desired webresource, the browser application 104 is configured to selectivelydisplay supplemental content to the user via a recommendation block 124(FIG. 3), which can be displayed in various different states on thedisplay 103 of the electronic device 102 in association with a given webresource being viewed by the user.

The electronic device 102 is coupled to the communications network 114via a communication link 112. In some non-limiting embodiments of thepresent technology, the communications network 114 is the Internet. Inother embodiments of the present technology, the communications network114 can be implemented differently, such as any wide-area communicationsnetwork, local-area communications network, a private communicationsnetwork and the like. How the communication link 112 is implemented isnot limited and will depend on how the electronic device 102 isimplemented. Recalling that the electronic device 102 is implemented, inthis example, as a laptop, the communication link 112 can be eitherwireless (such as WiFi®, Bluetooth® or the like) or wired (such as anEthernet based connection).

It should be expressly understood that the presently describedimplementations for the electronic device 102, the communication link112 and the communications network 114 are provided for illustrationpurposes only. As such, those skilled in the art will easily appreciatethat other specific implementations for the electronic device 102, thecommunication link 112 and the communications network 114 are possible.By no means are the examples provided herein meant to limit the scope ofthe present technology.

Also coupled to the communications network is a server 116. In thedepicted non-limiting embodiment of present technology, the server 116is a single server. In some alternative non-limiting embodiments of thepresent technology, the functionality of the server 116 is distributedand/or implemented via multiple servers. The server 116 is implementedas a Dell™ PowerEdge™ Server running the Microsoft™ Windows Server™operating system. The hardware of the server 116 is well known. However,briefly speaking, the server 116 comprises a communication interface(not depicted) structured and configured to communicate with variousentities (such as the electronic device 102, for example and otherdevices potentially coupled to the communications network 114) via thecommunications network 114. The server 116 further comprises at leastone processor (not depicted), a non-transient memory (not depicted) incommunicatively coupled to the at least one processor, and at least onenon-transient storage device 117, such as a hard disk or a solid statedrive, in communication with the at least one processor.

The at least one processor is operationally connected with thecommunication interface and structured and configured to execute methodsdescribed herein. The non-transient memory stores instructions that,when executed by the at least one processor, cause the at least oneprocessor to carry out the methods described herein. The server 116 canbe implemented with any suitable hardware and/or software and/orfirmware or a combination thereof, so long as the server 116 isconfigured specifically as described herein and is capable of executingthe particular methods described herein.

In some embodiments of the present technology, the server 116 isoperated by an operator of a search engine, such as the operator of theYandex™ search engine available at www.yandex.ru. In some embodiments,the server 116 is operated by the same entity that has provided thebrowser application 104. In alternative embodiments, the server 116 canbe operated by an entity different from the one who has provided thebrowser application 104. It is contemplated that the server 116 can beoperated by any other one or more suitable entity, such as anothersearch engine operator and the like.

In accordance with the non-limiting embodiments of the presenttechnology, the server 116 is in communication with a contentrecommendation server 118 which can be provided as a software moduleexecuted at the server 116. It is contemplated that the contentrecommendation server 118 could be alternatively provided in the form ofa hardware server separate from the server 116, or in any other suitablemanner. The content recommendation server 118 monitors the content beingviewed by the user via the browser application 104 and identifiessupplemental content that could be potentially presented to the user inassociation with the content being viewed by the user. In accordancewith the non-limiting embodiments of the present technology, the contentrecommendation server 118 obtains the supplemental content from contentavailable to the content recommendation server 118 from a plurality ofcontent databases 120.

The content recommendation server 118 selects the supplemental contentfrom content available via the content databases 120 by executingvarious content selection algorithms. The content recommendation server118 is not limited to executing any particular content selectionalgorithms or any particular number or configuration or identity ofcontent databases 120. The content recommendation server 118 couldexecute any suitable algorithm(s) and access any suitable number ofdatabase(s) to select and retrieve content for potential presentation ofthe user. It is further contemplated that the content recommendationserver 118 need not actively monitor the content being viewed by theuser in order to provide suggestions of supplemental content, but couldprovide suggestions of supplemental content via a query-based algorithmor any other suitable content provisioning algorithm for example.

Similar to the content recommendation server 118, how the browserapplication 104 is implemented is also not particularly limited. Oneexample of the browser application 104 may be embodied as a Yandex™browser. The Yandex™ browser in common with other browser applicationsprovides a navigation pane, sometimes referred to as a start page, as apage first loaded when the browser is started or a new window or tabpage is opened. Navigation panes such as start pages are typicallydistinct from a browser “home page”, which is the page a browserdisplays in response to a user selecting/clicking a home button.

When a user of the electronic device 102 accesses a given web resourcevia the browser application 104, the browser application 104 displaysthe web resource in the browsing interface 108. The user is then able tonavigate the web resource in a web page-by-page manner for example,scroll through any given web page of the web resource, and interact withobjects displayed on a given web page of the web resource. In accordancewith the non-limiting embodiments of the present technology, to interactwith the web resource, the user is able to perform any one or acombination of user actions such as: a back scroll, a scrolling action,a gesture inputted into the display 103 (the display 103 being anexample of an input-output device), an actuation of at least one key ofa keyboard if one is connected to the electronic device 102 viaBluetooth™ for example, and/or an actuation of at least one button of amouse keyboard if one is connected to the electronic device 102 viaBluetooth™ for example. In accordance with the non-limiting embodimentsof the present technology, a scrolling action reaching an end of adisplayed page of the web resource is also a user action.

FIG. 2 shows an example web page 126 of an example web resource 145accessed by a user of the electronic device 102 via the browserapplication 104. As shown, the web page 126 is available via acorresponding URL 128, a shortened form of which is displayed in thecommand interface 106. In this particular example, the web resource 145is a blog that includes an article dated Jul. 30, 2018, entitled “Whyare used iPhones™ popular?” and authored by “Sergey Orlov”. As the useris viewing the web page 126, the server 116 receives an indication ofthe browser application state 146 of the browser application 104displaying a top portion 111 of the web page 126, which is a givendisplay state 149 of the web resource 145. In at least some non-limitingembodiments, the display state 149 is a display state for which nosupplemental content is configured to be selectively displayed.Accordingly, in such embodiments, the server 116 does not send anycommunication to the electronic device 102 in response to receiving theindication of the display state 149 and does not cause the browserapplication 104 to display a recommendation block 124 on the display103.

In accordance with the non-limiting embodiments of the presenttechnology, as the user scrolls through the web page 126 from the topportion 111 to an end portion 127 thereof, the server 116 receives anindication of the browser application state 146 of the browserapplication 104 displaying the end portion 127 of the web page 126,which is another display state 150 of the web resource 145. In at leastsome non-limiting embodiments of the present technology, the displaystate 150 is a pre-defined display state for which supplemental contentis to be selectively presented as described below. In accordance withsome such non-limiting embodiments of the present technology, theindication associated with the end portion 127 includes the displaystate 150 of the web resource 145 being displayed in the browserapplication 104 and an indication of a user action (in this example,scrolling as described above). It is contemplated that such indicationscould be communicated to the server 116 in the form of one or more datapackets for example, or via any other suitable data transfer method ortechnology. In accordance with the non-limiting embodiments of thepresent technology, the display state 150 is one of possible differentdisplay states at which supplemental content could be selectivelypresented by using the present technology. As a non-limiting example, insome embodiments, supplemental content could be selectively presented byusing the present technology at any one of the display state 149 and thedisplay state 150.

Also in some non-limiting embodiments of the present technology, theserver 116 could be configured to selectively present supplementalcontent in response to receiving an indication of one or more particularcombinations of: a) a display state of the browser application 104, andb) a given user action executed by the user at that display state of thebrowser application 104. In accordance with the non-limiting embodimentsof the present technology, the server 116 is configured to selectivelypresent supplemental content in response to a user scrolling through agiven web page and reaching an end portion of the given web page. Thisnon-limiting configuration is described in more detail next.

Referring to FIG. 3 now, in such a configuration the server 116 mayreceive an indication of the browser application 104 displaying the endportion 127 of the web page 126 (the pre-defined display state 150 forwhich content is to be selectively presented), and an indication of thescrolling action executed by the user and reaching the end portion 127of the web page 126. Other possible browser application states at whichthe server 116 could be configured to selectively display supplementalcontent could be, for example, the browser application 104 displaying astart of the web page 126, a middle of the web page 126, a pre-definedpart of the web page 126, finishing watching a video, finishinglistening to a streaming audio track, user clicking a “back” button,user clicking the omnibox, and so on. Other possible browser applicationstates are contemplated depending on each particular embodiment of thebrowser application 104 and each particular embodiment of the webresource being viewed.

Continuing with the example shown in FIG. 3, the server 116 isconfigured, in response to receiving the indication of the browserapplication state 146 and the indication of the user scrolling action,to determine a plurality of features of the web resource being viewed.In some non-limiting embodiments of the present technology, the browserapplication 104 and/or the user's electronic device 102 is configured,in response to receiving the indication of the browser application state146 and the indication of the user scrolling action, to determine aplurality of features of the web resource being viewed. To maintainclarity of the present description, only the server 116 configurationexamples are described. It is to be understood that these server 116configurations could instead be analogous configurations of the browserapplication 104 and/or the user's electronic device 102. It iscontemplated that in some such configurations, such as in configurationsin which the browser application 104 and/or the user's electronic device102 are configured to carry out all of the functions described herein tobe executed by the server 116, the server 116 could be omitted.

In accordance with the non-limiting embodiments of the presenttechnology, the features include the URL 128, features associated withthe URL 128, keywords (example: “iPhone™”, “cell phone”, “trends”,“news” and so on) associated with the content of the web page beingviewed, the title of the author of the web page being viewed (in thisexample, “Sergey Orlov”), and the date of the web page being viewed (inthis example, Jul. 30, 2018).

In some embodiments, the features also include data representative of aplurality of prior user actions by which the user had interacted withthe web resource via the browser application 104, at least some of theplurality of prior user actions having caused the recommendation block124 to be displayed via the browser application 104. It is contemplatedthat in some cases, fewer or more features of a given web resourceswould be available to the server 116. It is contemplated that in somecases, the server 116 could be configured to determine fewer or morefeatures of a given web resources.

In accordance with the non-limiting embodiments of the presenttechnology, the server 116 provides at least some of the determinedfeatures of the web resource to the content recommendation server 118 asan input. In response, at least in part based on the determinedfeatures, the server 116 receives an indication of supplemental content130 (FIG. 4) that can potentially be presented to the user via thebrowser application 104 in association with the web resource beingviewed in response to the user reaching the end of the given web page126.

In the present example, and referring back to FIG. 2, the web page 126being viewed by the user has to do with used iPhones™, and accordinglyat least some of the determined features are in one way or anotherrelated to iPhones™. Accordingly, as shown in FIG. 4, based on at leastsome of these features, the content recommendation server 118 hasprovided an indication of a series of articles, including an articleabout budget iPhones™, an article about smartphone processors, and anarticle about a particular design of an iPhone™ keyboard, for possiblepresentation to the user as the supplemental content 130.

In accordance with the non-limiting embodiments of the presenttechnology, once the server 116 receives the indication of thesupplemental content 130, the server 116 executes a Machine LearningAlgorithm (MLA) based on the browser application state 146 and at leastsome of the determined features of the web resource 145, to determine arecommendation score (not depicted) associated with the potentiallyrecommendable supplemental content 130. To this end, prior to use theMLA is trained based on user interactions with training recommendationblocks and based on features associated with training web resources thatwere accessed by users to be presented with respective ones of thetraining recommendation blocks.

More particularly, in at least some non-limiting embodiments of thepresenbt technology, during the training of the MLA, human assessorswere presented with training sets that included web resources associatedwith respective URLs, each web resource and each URL being associatedwith features as described above. The assessors were presented withtraining recommendation blocks (not depicted) containing recommendedcontent while viewing different ones of the web resources. In caseswhere the assessors selected the recommended content and/or spent atleast a pre-determined amount of time viewing the content (or otherwiseindicated that the content was useful or of interest), the respectivetraining recommendation blocks were marked as positive trainingexamples.

In cases where the assessors did not select the recommended contentand/or selected and closed it after less than the pre-determined amountof time (or otherwise indicated that the content was not useful or notof interest), the respective training recommendation blocks were markedas negative training examples for the MLA. For each case of a positiveor a negative determination, a corresponding recommendation score wasassigned, indicating a corresponding probability that the content wouldbe of interest to the user if presented to a different user.

In summary, the MLA was trained based on assessor assessments, whichserved the purpose of offline markers for determining which of thetraining recommendation blocks were useful to the assessors and which ofthe training recommendation blocks were not useful to the assessors. TheMLA was thereby trained to correlate the features of the web resourcesand/or the respective URLs with the offline markers and to output arecommendation score given a particular combination of features providedto the MLA as input. It is contemplated that a different MLA trainingmethod could be used, so long as the functionality described in hereinis achieved.

In use, once the server 116 receives a recommendation score as outputfrom the MLA, the server 116 processes the recommendation score anddetermines whether the recommendation score indicates that thesupplemental content 130 provided by the content recommendation server118: a) should be presented, orb) should not be presented.

In cases where the recommendation score indicates that the supplementalcontent 130 should be presented, the server 116 sends at least one datapacket 122 (FIG. 1) to the browser application 104 and thereby causesthe browser application 104 to display the recommendation block 124 (asis shown in FIG. 3) containing the supplemental content 130 on thedisplay 103 of the user's electronic device 102. More particularly, theat least one data packet 122 is configured to cause the browserapplication 104 to display the recommendation block 124 containing thesupplemental content 130 on the display 103 of the electronic device 102in a particular state defined by the at least one data packet 122.

On the other hand, in cases where the recommendation score indicatesthat the supplemental content 130 should not be presented, the server116 does not send the at least one data packet 122 to the browserapplication 104 and the browser application 104 therefore does notdisplay a recommendation block 124 containing the supplemental content130.

More particularly, in accordance with the non-limiting embodiments ofthe present technology, the recommendation score provided by the MLAincludes a confidence level parameter determined by the MLA based on theat least some of the determined features of the web resource. Theconfidence level parameter is indicative of a probability, which canalso be referred to as a confidence level, that the supplemental content130 would be of interest to the user if presented to the user. In turn,the server 116 is provisioned, for example by an administrator of theserver 116, with a pre-defined probability threshold. In someembodiments, the pre-defined probability threshold is stored in the formof a threshold parameter in the non-transient storage device 117 and/orthe non-transient memory of the server 116. The server 116 compares theprobability indicated by the determined confidence level parameter tothe pre-defined probability threshold, and sends the at least one datapacket 122 if the probability is above the pre-defined probabilitythreshold. The server 116 does not send the at least one data packet 122if the probability is below the pre-defined probability threshold.

How the supplemental content 130 is displayed is not particularlylimited and several scenarios are envisioned, in accordance with thenon-limiting embodiments of the present technology. To give anon-limiting example, suppose the recommendation score provided by theMLA had indicated that the supplemental content 130 should be presented,the server 116 has accordingly sent the at least one data packet 122 tothe browser application 104, and the browser application 104 has inresponse displayed the recommendation block 124 in a “snippet state” asshown in FIG. 3. At the point in time shown in FIG. 2, the user is thenable, if the user wishes to view the supplemental content 130, tomanually expand the recommendation block 124 by swiping upward startingfrom a pull bar 125 of the recommendation block 124 (as an example).

FIG. 3 shows a resulting expanded visual state of the recommendationblock 124. In this state, the supplemental content 130 has becomevisible to the user as shown in FIG. 3. Notably, in the present examplethe browser application 104 has first displayed the recommendation block124 in the snippet state shown in FIG. 2 and not immediately in theexpanded state shown in FIG. 3. In the present example, the snippetstate was dictated by the configuration of the at least one packet 122that the browser application 104 received from the server 116 andprocessed. The particular display state as dictated by the at least onepacket 122 relates to the second broad aspect of the present technologythat was described above in the Summary section of this specification.This second broad aspect of the present technology is described in moredetail next.

Referring for the moment back to FIG. 1, in the abovementioned exampleand in accordance with the non-limiting embodiments of the presenttechnology and of the server 116, the at least one packet 122 receivedand processed by the browser application 104 contained a lookup table132. The lookup table 132 was selected by the server 116, prior to theserver 116 sending the lookup table 132 to the browser application 104,from a plurality of lookup tables 132 accessible to the server 116. Theselected lookup table 132 was included by the server 116 in the at leastone packet 122 sent to the browser application 104.

In the present technology, and as described in more detail herein below,the lookup tables 132 are used for mapping current states and/or variousdifferent user actions and/or various different types of content and/ordifferent content to particular states of the recommendation block 124via which the content is to be presented on the display 103 of theuser's electronic device 102. More particularly, the lookup tables 132determine a next state of the recommendation block 124 via whichsupplemental content is to be presented to the user of the electronicdevice 102 at each relevant point in time. This determination is basedon an input of a combination of i) the current state of therecommendation block 124 and b) the user action. For each suchparticular combination, each different lookup table 132 dictates acorresponding next state of the recommendation block 124.

Each of the lookup tables 132 is constructed manually, such as by asystem administrator for example. However, other methods of constructingthe lookup tables 132, including automatic and machine learning basedmethods are contemplated. The lookup tables 132 are one example of apresentation selection algorithm that could be used to implement thepresent technology. It is contemplated that one or more differentpresentation selection algorithms, such as one or more different datastructures, could be used instead of or in combination with the lookuptables 132. Referring back to FIG. 1, in accordance with thenon-limiting embodiments of the present technology, the lookup tables132 are stored on the non-transient storage device 117 of the server116. Other storage locations, including the non-transient memory of theserver 116 and other locations such as remote storage locations, areequally contemplated.

As schematically shown in FIG. 1, in accordance with the non-limitingembodiments of the present technology, each of the lookup tables 132comprises at least one user action 138 and a plurality of differentpossible current states 136, shown as rectangles, of the recommendationblock 124 as possible inputs for providing an output in the form of anext state 134 of the recommendation block 124. Each lookup table 132further comprises a plurality of different possible next states 134,shown as rectangles, of the recommendation block 124 as possible outputsbased on the possible inputs.

In accordance with the non-limiting embodiments of the presenttechnology, the at least one user action 138 is a plurality of differentpossible user actions 138 and each lookup table 132 correlates eachparticular combination of: i) a given current state 136 of therecommendation block 124 of the plurality of different possible currentstates 136 of the recommendation block 124, and ii) a given user action138 of the plurality of different possible user actions 138, to (iii)one next state 134 of the plurality of different next states 134 of therecommendation block 124. In other words, each lookup table 132 isconfigured to output a next state 134 of the recommendation block 124from the plurality of different possible next states 134 of therecommendation block 124 as output in response to input into that lookuptable 132 of a given combination of the current state 136 of therecommendation block 124 and the pre-determined user action 138 (in thiscase, the action of scrolling to the end of the web page 126).

For example, as shown with arrows in FIG. 1, lookup table 133 correlatesa first “1” current state 136 and a first “1” user action 138 to a first“1” next state 134 of the recommendation block 124. Similarly as shown,the lookup table 133 correlates the first “1” current state 136 and asecond “2” user action 138 to a second “2” next state 134 of therecommendation block 124, which second “2” next state 134 is differentfrom the first “1” next state 134 of the recommendation block 124. Atechnical effect of this mapping in at least some cases is that thepresent technology allows, for example a system administrator, toconfigure the server 116 to display particular desired next states ofthe recommendation block 124 for one or more different particularcombinations of: i) a particular current state of the recommendationblock 124 and ii) a particular user action.

In accordance with the non-limiting embodiments of the presenttechnology, at least some of the given current state and at least someof the given next state of the recommendation block 124 in each givenlookup table 132 includes a virtual state and a visual state 142 (FIG.3) of the recommendation block 124. In the virtual state, such as theone shown in FIG. 2, the recommendation block 124 is not visible. In avisual state 142, one example of which is shown in FIG. 3 and anotherexample of which is shown in FIG. 4, the recommendation block 124 isvisible.

In at least some cases, using visual state 142 and virtual state allowto configure the lookup tables 132 to, for example, avoid displaying therecommendation block 124 again after the user has already appreciatedthe supplemental content 130 presented to them via a first instance ofdisplaying the recommendation block 124. For example, where the user hasviewed a given supplemental content 130 after being presented with it afirst time in response to a particular user action, the next time whenthe server 116 detects the particular user action while therecommendation block 124 is being displayed and while still receivingthe same supplemental content 130 from the content recommendation server118, a lookup table 132 received by the browser application 104 couldcause the browser application 104 to display the recommendation block124 in a virtual (invisible) state. In some cases, this reducesimpediments to the user's browsing experience.

To provide the virtual state, the selected one of the lookup tables 132could, for example, assign the virtual state as the output for theparticular combination of the given current state and the particularuser action inputted by the browser application 104 into the selectedone of the lookup tables 132. To this end, the server 116 could beconfigured, after the sending to the browser application 104 the atleast one data packet 122, to receive an indication of the user havingviewed the supplemental content 130 contained in the recommendationblock 124. In such configurations, in response to receiving theindication of the user having viewed the supplemental content, theserver 116 may assign a given virtual state to the recommendation block124 as the current state of the recommendation block 124.

In some such embodiments, the given virtual state is one of thedifferent possible current states in each lookup table 132 of theplurality of different lookup tables 132. In some such cases, at leastsome of the lookup tables 132 could be configured to output the nextstate of the recommendation block 124 as a virtual state in response toan input of a combination of a current virtual state of therecommendation block 124 and a user action. It is contemplated that insome embodiments, virtual states could be implemented differently and/orcould be omitted from the present technology.

Further, in accordance with the non-limiting embodiments of the presenttechnology, each given lookup table 132 that is sent by the server 116to the user's electronic device 102 can be selected by the server 116out of the plurality of different lookup tables 132 accessible by theserver 116 based on the confidence level parameter determined by theMLA. More particularly, each lookup table 132 corresponds to oneconfidence level range of a plurality of different confidence levelranges accessible by the server 116, and determines a particular nextstate of the recommendation block 124 based on a given combination of:i) the current state of the recommendation block 124 and ii) the useraction, the particular next state of the recommendation block 124 beingdifferent from the next state of the recommendation block 124 determinedby at least one of the rest of the lookup tables 132 based on the samegiven combination of the current state of the recommendation block 124and the user action.

Even more particularly, each given lookup table 132 that is sent to thebrowser application 104 is selected by the server 116 out of the lookuptables 132 by the server 116: a) determining a correspondence betweenthe confidence level indicated by the confidence level parameterdetermined by the MLA and a matching one of the plurality of differentconfidence level ranges, and b) selecting the lookup table 132 to be theone of the plurality of different lookup tables 132 that corresponds tothe matching one of the plurality of different confidence level ranges.In some such non-limiting embodiments of the present technology, thelookup tables 132 are pre-defined such that, for each given currentstate and user action combination, a next lookup table 132 selectedbased on a relatively higher confidence level determined by the MLAcauses a relatively more prominent display of the recommendation block124 in comparison to the display of the recommendation block 124 causedby a next lookup table 132 selected based on a relatively lowerconfidence level determined by the MLA.

For example, in accordance with the non-limiting embodiments of thepresent technology, there may be five different pre-defined confidencelevel ranges, which in some embodiments are adjustable by a systemadministrator for example: 1) 0-20% confidence, 2) 20-40% confidence, 3)40-60% confidence, 4) 60-80% confidence, 5) 80-100% confidence. If forexample the confidence level indicated by the confidence level parameterdetermined by the MLA indicates a confidence level of 15%, then theserver 116 determines that the matching confidence level range is rangenumber 1). Accordingly, the server 116 selects the one of the lookuptables 132 that corresponds to range number 1). In one example, lookuptable 133 could be the one that is pre-defined to correspond to rangenumber 1). In such an example, the lookup table 133 would be selectedand sent by the server 116 to the browser application 104 forprocessing. In some non-limiting embodiment, for a given current stateand user action combination, this selected lookup table 133 could causethe browser application 104 to display a relatively less prominentdisplay of the recommendation block 124 than, for example, lookup table135 that would have been selected and sent to the browser application104 if the confidence level parameter determined by the MLA hadindicated a confidence level in range number 2).

Further, in some embodiments, each given lookup table 132 sent by theserver 116 to the user's electronic device 102 is selected by the server116 out of the plurality of different lookup tables 132 further based ona determination of at least one particular content type that thesupplemental content provided by the content recommendation server 118is associated with. To this end, the plurality of lookup tables 132 maybe grouped into a plurality of groups of lookup tables. Each given groupof lookup tables may correspond to at least one particular type ofcontent that the supplemental content 130 could be associated with.

For example, five different lookup tables 132, each corresponding to oneof the five confidence level ranges described above, could bepre-defined to correspond to video content. Another five differentlookup tables 132, each corresponding to one of the five confidencelevel ranges described above, could be pre-defined to correspond toaudio content. Another five different lookup tables 132, eachcorresponding to one of the five confidence level ranges describedabove, could be pre-defined to correspond to textual and image content.Another five different lookup tables 132, each corresponding to one ofthe five confidence level ranges described above, could be pre-definedto correspond to a combination of video and textual content. It iscontemplated that any desired number of lookup tables 132 could bedefined for any desired number of different content types and confidencelevel ranges. Other possible types of content could include, forexample, blog type content, digital magazine type content, news typecontent, weather forecast type content, and so on.

According to the above, in embodiments containing the above tablegroupings, before determining the confidence level correspondence, theserver 116 determines a type of content that the supplemental content130 to provided by the content recommendation server 118 is associatedwith. As shown in FIG. 2, in the present example the content is textualcontent mixed with image content. Accordingly, the server 116 wouldselect the group of five lookup tables 132 that are pre-assigned to the“textual and image content” type. Next, the server 116 would select alookup table 132 only from this corresponding group of five lookuptables 132, based on the confidence level matching as described above.

In the present example, let's say that the selected lookup table 132 isagain the lookup table 133. In this example therefore, the lookup table133 would have been pre-constructed, for example by a human assessor ora system administrator, in a way to cause the browser application 104 todisplay the recommendation block 124 in a way optimized for display oftext and images, at least when the recommendation block 124 is expandedas shown in FIG. 3. Additionally, in the present example, since thelookup table 133 corresponds to the lowest confidence level range 1),the lookup table 133 would have been pre-constructed, for example by thehuman assessor, to cause the browser application 104 to display (atleast initially) the recommendation block 124 in a relatively smallersize, compared to a size of the recommendation block 124 that would bedictated by another one of the group of five lookup tables 132.

In a similar vein, in some embodiments, each given lookup table 132 sentby the server 116 to the user's electronic device 102 is selected by theserver 116 out of the lookup tables 132 further based on a determinationof a type of the user's electronic device 102. In such embodiments, thelookup tables 132 are grouped into parent groups that comprise thecontent-type based lookup table groups described above. In some suchcases, each given parent group would be pre-defined to correspond to aparticular type of device 102 executing the browser application 104.

For example, there may be two different parent groups of lookup tables132, one corresponding to portable devices and one corresponding todesktop computers. Accordingly, in such examples, the server 116 coulddetermine a type of the user's electronic device 102 to be a smartphone.A smartphone falls under the portable devices category. Accordingly,before selecting a given content-based group of lookup tables 132, theserver 116 would select the parent group of lookup tables 132 thatcorresponds to portable devices. The server 116 would then select alookup table 132 only from that parent group, based on the contenttype(s) and confidence level as described above.

It is contemplated that in other embodiments, additional and/ordifferent parent groups and/or sub-groups of lookup tables 132 could bedefined for additional customization of the behaviour to be exhibited bythe recommendation block 124. In each case, each particular parent groupand/or sub-group of lookup tables 132 could be constructed to optimizethe display and behaviour exhibited by the recommendation block 124 foreach particular type of device, display of the device, and otherpossible characteristics of the device.

As described above, the server 116 is configured to send the selectedlookup table 132 to the user's electronic device 102 each time inresponse to receiving a pre-determined one or more combinations of adisplay state and a user action. However, in some embodiments, theserver 116 is configured to pre-send the lookup tables 132 to thebrowser application 104 and to merely select an indication of aselection of a given lookup table 132 to the browser application 104 inthe at least one data packet 122. In such embodiments, the lookup tables132 could be stored on the user's electronic device 102 and the at leastone data packet 122 would not need to contain the selected lookup table132.

In some such cases, for each given user action in response to which arecommendation block 124 is to be selectively presented, the at leastone data packet 122 could be configured to cause the browser application104 to process the given lookup table 132 based on the indication of theselected lookup table 132 in the at least one data packet 122. Thebrowser application 104 could then process the selected lookup table 132stored on the electronic device 102 in the same way as if the selectedlookup table 132 was sent to the browser application 104.

With the above non-limiting examples of configurations of the server 116in mind, and now referring to FIG. 5, a method 500 of selectivelypresenting the recommendation block 124 to a user accessing a webresource in the browser application 104 being displayed on the display103 of the electronic device 102 is described next.

Step 502—receiving, at a server, an indication of a browser applicationstate of the browser application, the indication including: a displaystate of the web resource being displayed in the browser application,the display state being one of a plurality pre-defined display states,and an indication of a user action with the browser application.

In one embodiment, the method 500 starts at step 502, which includesreceiving, at the server 116, an indication of a browser applicationstate of the browser application 104. The indication includes: a displaystate 150 of the web resource being displayed in the browser application104, the display state 150 being one of a plurality of pre-defineddisplay states 148, 150, and an indication of a user action with thebrowser application 104.

For example, the browser application 104 in FIG. 2 is shown in a firstbrowser application state 144 in which the browser application 104displays a top portion of the web page 126. In this state, the topportion of the web page 126 is a display state 148 of the web resourcecontaining the web page. As another example, the browser application 104in FIG. 3 is shown in a second browser application state 146 in whichthe browser application 104 displays a bottom portion of the web page126. In this example, the bottom of the web page 126 is the displaystate 150 for which the server 116 is configured to selectively providesupplemental content via the recommendation block 124. In this example,the first browser application state 144 and the second browserapplication state 146 are two of the plurality of possible pre-defineddisplay states of the browser application 104.

The other pre-defined display states of the browser application 104could include, for example, the browser application 104 displaying amiddle portion of the web page 126, displaying another web page of theweb resource, displaying a particular web resource of a pre-definedplurality of web resources, and so on. It is contemplated that theserver 116 could be configured to selectively display supplementalcontent 130 via the recommendation block 124 as described in thisspecification at other browser application states, either in addition toor instead of the browser application state 146 having the display state150.

Step 504—determining, by the server, a plurality of features associatedwith at least a part of the web resource.

At step 504 the method 500 proceeds with determining, by the server 116,a plurality of features associated with at least a part of the webresource. In the present example, the server 116 receives the URL 128,features associated with the URL 128, and keywords (example: “iPhone™”,“cell phone”, “trends”, “news” and so on) associated with the content ofthe web page 126 being viewed.

Step 506—receiving, by the server, from a content recommendation serveran indication of supplemental content, the supplemental content beingselected at least in part based on the plurality of features.

Step 506 includes receiving, by the server 116, from a contentrecommendation server such as the content recommendation server 118, anindication of supplemental content, the supplemental content beingselected at least in part based on the plurality of features determinedat step 504.

In accordance with the non-limiting embodiments of the presenttechnology, the content recommendation server 118 receives thedetermined features (in this example, the URL 128, features associatedwith the URL 128, and keywords associated with the content of the webpage 126) as input to one or more content selection algorithms. The oneor more content selection algorithms allow the content recommendationserver 118 to receive the supplemental content from one or more contentdatabases 120. The content selection algorithms are not particularlylimited and any suitable configuration and number thereof could be used.

Step 508—executing, by the server, a Machine Learning Algorithm (MLA) todetermine a recommendation score, the recommendation score beingindicative of whether the supplemental content should be displayed viathe browser application, the determination being done based on at leastthe browser application state.

Step 508 includes executing, by the server 116, the MLA constructed asdescribed herein above to determine a recommendation score associatedwith the supplemental content provided by the content recommendationserver 118 at step 506 above.

The recommendation score is indicative of whether the supplementalcontent should be displayed via the browser application 104, andindicative of a probability or confidence level that the content wouldbe of interest to the user if presented to the user.

The MLA uses at least the browser application state 146, and in thisembodiment also the features determined at step 504 above, as input andprovides the recommendation score as output.

Step 510—based on the recommendation score, selectively executingsending by the server to the browser application at least one datapacket configured to cause the browser application to display therecommendation block containing the supplemental content on the displayof the electronic device.

Step 510 of the method 500 includes, based on the recommendation scoredetermined at step 508, selectively executing sending by the server 116to the browser application 104 at least one data packet 122 configuredto cause the browser application 104 to display the recommendation block124 containing the supplemental content 130 on the display 103 of theelectronic device 102.

More particularly, in accordance with the non-limiting embodiments ofthe present technology, the recommendation score determined at step 508includes a confidence level parameter determined by the MLA based on theplurality of features determined at step 504. As noted above, theconfidence level parameter is indicative of a probability that thesupplemental content 130 would be of interest to the user if presentedto the user. The server 116 determines whether the probability indicatedby the confidence level parameter is above a pre-defined probabilitythreshold, and sends the at least one data packet 122 to the browserapplication 104 only if the probability meets or exceeds the pre-definedprobability threshold.

As an example, let's say the probability threshold is pre-defined to be10% (it could have another value depending on the particular applicationof the method 500 for example). Then, if the MLA provides a confidencelevel parameter that indicates a probability of 10% or less, the server116 does not send the at least one data packet 122 to the browserapplication 104 and therefore the browser application 104 does notdisplay the recommendation block 124 containing the supplemental content130 on the display 103 of the user's electronic device 102. For example,if at the point in time when the user is viewing the end portion 127 ofthe web page 126 the MLA returns a confidence level parameter thatindicates a probability of 9%, the browser application 104 does notreceive a lookup table 132 from the server 116.

In such a case, the browser application 104 simply renders the endportion 127 of the web page 126 without the recommendation block 124 asshown in FIG. 2. The user is then be able to continue browsing the webresource 145, or other web resources, until the user reaches anothertrigger point at which the server 116 is configured to selectivelyprovide supplemental content and at which the MLA would return anotherconfidence level parameter indicating a probability of more than 10%. Atsuch other time, the user would be presented with the recommendationblock 124 containing supplemental content relevant to whatever portionof whatever web resource the user would be viewing at that given pointin time.

On the other hand, if at the point in time when the user is viewing theend portion 127 of the web page 126 the MLA returns a confidence levelparameter that indicates a probability of more than 10%, the server 116then does select a corresponding lookup table 132 and send it the atleast one data packet 122 to the browser application 104. In such acase, the browser application 104 the browser application 104 doesdisplay the recommendation block 124 containing the supplemental content130 on the display 103 of the user's electronic device 102 as shown inFIG. 3 according to the next state 134 dictated by the selected lookuptable 132.

More particularly, in cases where the browser application 104 receives aselected lookup table 132, the browser application 104 inputs into theselected lookup table 132 as input both (i) the indication of the useraction that had been pre-determined to cause the selective displaying ofthe recommendation block 124 and (ii) an indication of the state inwhich the recommendation block 124 is at the time of the user action(i.e. the current state of the recommendation block 124). As notedabove, the recommendation block 124 could be in a virtual state in whichthe recommendation block 124 is invisible on the display 103 and avisual state in which the recommendation block 124 is visible on thedisplay 103.

In response to the above input, the browser application 104 receivesfrom the given lookup table 132 as output an indication of the nextstate (either visual or virtual) of the recommendation block 124. Thebrowser application 104 then displays the recommendation block 124containing the supplemental content 130 on the display 103 in theoutputted next state of the recommendation block 124.

As described above, for each instance when the server 116 sends the atleast one data packet 122 to the browser application 104, the server 116is configured to first select a lookup table 132 out of the plurality ofdifferent lookup tables 132 accessible by the server 116 and include theselected one of the lookup tables 132 in the at least one data packet122. Also as described above, each lookup table 132 dictates to thebrowser application 104 a particular next state (either a visual stateor a virtual state) in which to display the recommendation block 124.

Further in accordance with the non-limiting embodiments of the presenttechnology, the next state of the recommendation block 124 dictated by agiven lookup table 132 is commensurate with the confidence level rangethat the given lookup table 132 corresponds to. The higher theconfidence level, the more prominent the display of the recommendationblock 124. To this end, and referring back to FIG. 1, the plurality ofdifferent lookup tables 132 includes at least: a first lookup table 133corresponding to a first confidence level of the plurality of differentconfidence level ranges, and a second lookup table 135 corresponding toa second confidence level of the plurality of different confidence levelranges, the second confidence level being higher than the firstconfidence level.

The first and second lookup tables 133, 135 are pre-constructed (forexample by a system administrator) such that the recommendation block124 is more prominent when displayed on the display 103 in a next stateof the recommendation block 124 determined by the second lookup table135 based on a given combination of the current state of therecommendation block 124 and the user action, compared to beingdisplayed on the display 103 in a next state of the recommendation block124 determined by the first lookup table 133 based on the same givencombination of the current state of the recommendation block 124 and theuser action. In other words, for a given combination of a current stateand a user action, second lookup table 135 would output a more prominentnext state of the recommendation block 124 than the first lookup table133. This is just an example however. It is contemplated that anysuitable lookup tables 132 configuration could be used, depending oneach particular application of the server 116 and/or the method 500.

Continuing with the example of FIGS. 2 to 4, the next state of therecommendation block 124 becomes a current state of the recommendationblock 124 for a subsequent user action at which the recommendation block124 is to be selectively displayed. To this end, the method 500 mayfurther include, after the sending by the server 116 to the browserapplication 104 the at least one data packet 122, receiving at theserver 116 an indication of the user having viewed the supplementalcontent 130 via the recommendation block 124. In response to thereceiving this indication, the server 116 may change the current stateof the recommendation block 124 to a virtual state.

The current state of the recommendation block 124 will then be an inputinto a subsequently selected lookup table 132 which will be sent to thebrowser application 104 in response to the server 116 subsequently againreceiving the same user action and the same display state of the browserapplication 104. In some such cases, the lookup table 132 that will beselected by the server 116 will cause the browser application 104 todisplay the recommendation block 124 in a virtual (i.e. invisible) stateon the display 103. In some cases, this avoids presenting therecommendation block 124 again in the same spot on a given web page 126after the user has already been presented with the recommendation block124 and appreciated the supplemental content 130 contained therein. Itis contemplated that this further method step could be omitted.

In some cases, and now referring to FIG. 6, an alternative method 600could be performed to selectively present the user with therecommendation block 124 at various instances during the user's browsingactivities via the browser application 104. The method 600 isimplemented with the particular configuration of the server 116described above in which the lookup tables 132 accessible by the server116 provide at least some different next states of the recommendationblock 124 in response to at least some different user actions and at agiven state of the browser application 104.

Steps 602-608 of method 600.

Steps 602-608 of the method 600 are similar to the steps 502-508 of themethod 500 and are therefore not described herein again. These steps areshown in FIG. 6.

Step 610—selecting, by the server based on the confidence levelparameter, a lookup table out of a plurality of different lookup tablesaccessible by the server, each lookup table of the plurality ofdifferent lookup tables: corresponding to one confidence level range ofa plurality of different confidence level ranges accessible by theserver, comprising a plurality of different possible next states of therecommendation block as possible outputs, and a plurality of differentpossible user actions and a plurality of different possible currentstates of the recommendation block as possible inputs for generating anoutput, and correlating each particular combination of a given currentstate of the plurality of different possible current states and a givenuser action of the plurality of different possible user actions to onenext state of the plurality of different next states.

Step 610 includes selecting, by the server 116 based on the confidencelevel parameter determined at Step 608, a lookup table 132 out of aplurality of different lookup tables 132 accessible by the server 116,each lookup table 132 of the plurality of different lookup tables 132corresponding to one confidence level range of a plurality of differentconfidence level ranges accessible by the server 116. This sub-step issimilar to the selection of a lookup table 132 step of the method 500,and therefore will not be described in more detail.

On the other hand, in this embodiment, each lookup table 132 of theplurality of different lookup tables 132 comprises a plurality ofdifferent possible next states of the recommendation block 124 aspossible outputs. Each lookup table 132 further comprises a plurality ofdifferent possible user actions and a plurality of different possiblecurrent states of the recommendation block 124 as possible inputs forgenerating an output of a next state of the recommendation block 124.

Each lookup table 132 of the plurality of different lookup tables 132correlates each particular combination of: a) a given current state ofthe plurality of different possible current states of the recommendationblock 124 and b) a given user action of the plurality of differentpossible user actions, to one next state of the plurality of differentnext states of the recommendation block 124.

In other words, in this embodiment, a given lookup table 132 may providea given next state of the recommendation block 124 for a current stateof the recommendation block 124 and a user action, and a different nextstate of the recommendation block 124 for the same given current stateof the recommendation block 124 but a different user action. An exampleapplication of this configuration is described below, after step 612 ofthe method 600.

Step 612—sending, by the server, to the browser application the selectedlookup table, the lookup table being configured to be processed by thebrowser application to: determine an indication of a next state of therecommendation block of the plurality of different possible next statesof the recommendation block, and display the recommendation blockcontaining the supplemental content on the display in the next stateoutputted by the selected lookup table.

Once a lookup table 132 is selected at step 610, the method 600 proceedsby sending, by the server 116, to the browser application 104 theselected lookup table 132.

In this embodiment, the selected lookup table 132 is configured to beprocessed by the browser application 104 to: determine an indication ofa next state of the recommendation block 124 of the plurality ofdifferent possible next states of the recommendation block 124, anddisplay the recommendation block 124 containing the supplemental content130 on the display 103 in the next state outputted by the selectedlookup table 132.

To give an example of an application of steps 610 and 612 above,reference is now made to FIGS. 7 to 9.

In this particular non-limiting example configuration, the user isprovided with a snippet state 158 (FIG. 8) of the recommendation block124 in response to an upward swipe user action shown with arrow 160 onFIG. 7 in cases where the confidence level in the supplemental contentis above a pre-determined threshold probability of 40%.

Further in this non-limiting example configuration, the user is providedwith a relatively larger size of a recommendation block 162 in responseto a double-tap user action, shown with a dashed circle 164 in FIG. 7,in cases where the confidence level in the supplemental content is abovethe pre-determined threshold probability of 40%.

Yet further in this non-limiting example configuration, the lookuptables 132 are constructed (for example, by a system administrator or byone or more human assessors) to scale the size of the recommendationblock 124 as a function of the confidence level indicated by theconfidence level parameter determined by the MLA when the recommendationblock 124 is displayed in response to the double-tap user action.

More particularly, as shown in FIG. 7, the user has accessed a webresource 166 pertaining to a medical centre, and is viewing a web page167 of the web resource 166 while the recommendation block 124 is in avirtual (invisible) state.

At the point in time shown in FIG. 7, the display state of the webresource 166 is such that a top portion of the web page 167 is beingshown. Also at the point in time shown in FIG. 7, steps 602 to 608 ofthe method 600 have been executed and have resulted in the MLA providinga confidence level parameter indicating a confidence level of, for thesake of an example, 90% in supplemental content 170 (shown in FIG. 9)provided by the content recommendation server 118 for potentialpresentation on the user's electronic device 102.

At this point in time, the server 116 has also selected one of thelookup tables 132 that corresponds to the 90% confidence level and hassent the selected one of the lookup tables 132 to the browserapplication 104 for processing.

For the sake of an example, the selected one of the lookup tables 132correlates a snippet state as the next state of the recommendation block124 for each possible current state of the recommendation block 124 thatis accompanied by the upward swipe user action 160. The selected one ofthe lookup tables 132 further correlates different expanded visualstates of the recommendation block 124 as the next state of therecommendation block 124 for at least some current states of therecommendation block 124 that are accompanied by a double-tap useraction 164.

Now, from the point in time shown in FIG. 7, the browser application 104inputs into the received lookup table 132 the user action and thecurrent virtual state of the recommendation block 124 as input, andreceives a next state of the recommendation block 124 as output. Incases where the browser application 104 receives an indication of anupward swipe user action 160, the browser application 104 inputs anindication of the upward swipe user action 160 and the current virtualstate of the recommendation block 124 as input into the received lookuptable 132 and according to the non-limiting example construction of thelookup table 132 described above, receives the snippet state 158 of therecommendation block 124 as the next state in which to display therecommendation block 124. Accordingly, as shown in FIG. 8, in such acase the browser application 104 displays the recommendation block 124in the snippet state 158.

On the other hand, from the point in time shown in FIG. 7, where thebrowser application 104 receives an indication of a double-tap 164executed by the user, the browser application 104 inputs an indicationof the double-tap 164 and the current virtual state of therecommendation block 124 as input into the received lookup table 132 andaccording to the non-limiting example construction of the lookup table132 described above, receives a visual state 168 of the recommendationblock 124 as the next state in which to display the recommendation block124. Accordingly, as shown in FIG. 9, in such a case the browserapplication 104 displays the recommendation block 124 in the visualstate 168.

Notably, as can be seen in FIG. 9, the visual state 168 of therecommendation block 124 is relatively prominent in that therecommendation block 124 occupies most of the display 103 of the user'selectronic device 102. This is due to the lookup table 132 having beenselected by the server 116 based on the 90% confidence level. If theMLA-determined confidence level had been, for example, 55%, the server116 would have selected a different corresponding lookup table 132. Thatlookup table 132 would have provided a relatively less prominent visualdisplay state of the recommendation block 124 based on the same input ofthe indication of the double-tap 164 and the current virtual state ofthe recommendation block 124 by the browser application 104. In such acase, the outputted visual state could have caused the browserapplication 104 to display the recommendation block 124 at, for example,only 60% of the size of the recommendation block 124 shown in FIG. 9.

Understandably, the particular states and sizes of the recommendationblock 124 that are assigned to the various possible confidence levelscould be configured differently (for example by an administrator of theserver 116) for each given application of the method 600 and/or theuser's electronic device 102 and/or based on any other relevant factors.

Modifications and improvements to the above-described implementations ofthe present technology may become apparent to those skilled in the art.The foregoing description is intended to be exemplary rather thanlimiting.

While particular orders of methods steps have been set out herein above,it is contemplated that other orders of method steps and/or additionaland/or alternative method steps could be used to carry out the methodsdescribed herein.

Modifications and improvements to the above-described implementations ofthe present technology may become apparent to those skilled in the art.The foregoing description is intended to provide specific non-limitingimplementations of the present technology.

1. A method of determining a next state for a recommendation block to bedisplayed by a browser application on a display of an electronic device,the recommendation block being in a current state, the browserapplication displaying a web resource on the display, the methodcomprising: receiving, at a server, an indication of the web resourceand an indication of supplemental content to be displayed on the displayvia the recommendation block in association with the web resource;determining, by the server, a plurality of features associated with atleast the part of the web resource; executing, by the server, a MachineLearning Algorithm (MLA) based on the plurality of features to determinea confidence level parameter, the confidence level parameter beingindicative of a confidence level that the supplemental content will beof interest to the user; selecting, by the server based on theconfidence level parameter, a lookup table out of a plurality ofdifferent lookup tables accessible by the server, each lookup table ofthe plurality of different lookup tables: corresponding to oneconfidence level range of a plurality of different confidence levelranges accessible by the server, comprising a plurality of differentpossible user actions and a plurality of different possible currentstates of the recommendation block as possible inputs for generating anoutput, and a plurality of different possible next states of therecommendation block as possible outputs based on the possible inputs,and correlating each particular combination of a given current state ofthe plurality of different possible current states and a given useraction of the plurality of different possible user actions to one nextstate of the plurality of different next states; and sending, by theserver, to the browser application the selected lookup table, theselected lookup table being configured to be processed by the browserapplication to: determine an indication of the next state of therecommendation block of the plurality of different possible next statesof the recommendation block, and display the recommendation blockcontaining the supplemental content on the display in the next state ofthe recommendation block outputted by the selected lookup table.
 2. Themethod of claim 1, wherein the plurality of features includes datarepresentative of a plurality of prior user actions by which the userhad interacted with the web resource via the browser application, atleast some of the plurality of prior user actions having causedrecommendation blocks to be displayed via the browser application. 3.The method of claim 1, wherein the plurality of features includes aplurality of features of the web resource.
 4. The method of claim 1,wherein the MLA had been trained based on user interactions withtraining recommendation blocks and based on features associated withtraining web resources that were accessed by users to be presented withrespective ones of the training recommendation blocks.
 5. The method ofclaim 1, wherein: the sending, by the server, to the browser applicationthe selected lookup table is in response to the server receiving anindication of a user action executed in the browser application; and theselected lookup table is configured to be processed by the browserapplication to determine the indication of the next state of therecommendation block by the browser application inputting into theselected lookup table the indication of the user action and the currentstate of the recommendation block.
 6. The method of claim 5, wherein theuser action is at least any one of: a back scroll, a scrolling action, agesture inputted into a touch sensitive input device, an actuation of atleast one key of a keyboard, and an actuation of at least one button ofa mouse, a scrolling action reaching an end of a displayed page of theweb resource.
 7. The method of claim 5, wherein: the plurality ofdifferent lookup tables includes: a first lookup table corresponding toa first confidence level of the plurality of different confidence levelranges, and a second lookup table corresponding to a second confidencelevel of the plurality of different confidence level ranges, the secondconfidence level being higher than the first confidence level; and therecommendation block is more prominent: when displayed on the display inthe particular next state of the recommendation block determined by thesecond lookup table based on a given combination of the current state ofthe recommendation block and the user action, when compared to beingdisplayed on the display in the particular next state of therecommendation block determined by the first lookup table based on thesame given combination of the current state of the recommendation blockand the user action.
 8. The method of claim 1, wherein the current stateof the recommendation block is one of a visual state and a virtualstate, the recommendation block being invisible on the display when therecommendation block is in the virtual state.
 9. The method of claim 1,wherein the plurality of different possible current states of therecommendation block comprises a visual state of the recommendationblock and a virtual state of the recommendation block, the virtual statebeing defined such that the recommendation block is invisible on thedisplay when displayed by the browser application in any virtual stateof the at least one virtual state
 10. The method claim 9, furthercomprising: after the sending by the server to the browser applicationthe selected lookup table, receiving at the server an indication of theuser having viewed the supplemental content via the recommendation blockdisplayed by the browser application using the selected lookup table;and in response to the receiving the indication of the user havingviewed the supplemental content, changing the current state of therecommendation block to a given virtual state of the recommendationblock, the plurality of different possible current states of each lookuptable of the plurality of different lookup tables including the givenvirtual state of the recommendation block.
 11. The method claim 10,wherein the plurality of different possible next states of therecommendation block comprises at least one visual state of therecommendation block and at least one virtual state of therecommendation block.
 12. The method of claim 1, wherein: the confidencelevel indicated by the determined confidence level parameter is aprobability that the supplemental content will be of interest to theuser; and the selecting the lookup table out of the plurality ofdifferent lookup tables is in executed by the server in response todetermining, by the server, that the probability indicated by thedetermined confidence level parameter exceeds a pre-defined probabilitythreshold.
 13. A server for causing a browser application of anelectronic device to display on a display of the electronic device arecommendation block in a next state of the recommendation block, therecommendation block being in a current state prior to being displayedon the display in the next state, the browser application displaying aweb resource on the display, the server being communicativelyconnectable to the electronic device and comprising: a processor; and anon-transient memory communicatively connected to the processor, thenon-transient memory storing instructions that when executed by theprocessor, cause the server to: receive an indication of the webresource and an indication of supplemental content to be displayed onthe display via the recommendation block in association with the webresource; receive an indication of a plurality of features associatedwith at least the part of the web resource; execute a Machine LearningAlgorithm (MLA) based on the plurality of features to determine aconfidence level parameter, the confidence level parameter beingindicative of a confidence level that the supplemental content will beof interest to the user; select, based on the confidence levelparameter, a lookup table to be sent to the electronic device, thelookup table being one of a plurality of different lookup tablesaccessible by the server, each lookup table of the plurality ofdifferent lookup tables: corresponding to one confidence level range ofa plurality of different confidence level ranges accessible by theserver, comprising a plurality of different possible user actions and aplurality of different possible current states of the recommendationblock as possible inputs for generating an output, and a plurality ofdifferent possible next states of the recommendation block as possibleoutputs based on the possible inputs, and correlating each particularcombination of a given current state of the plurality of differentpossible current states and a given user action of the plurality ofdifferent possible user actions to one next state of the plurality ofdifferent next states; and send to the browser application the selectedlookup table, the selected lookup table being configured to be processedby the browser application to: determine an indication of the next stateof the recommendation block of the plurality of different possible nextstates of the recommendation block, and display the recommendation blockcontaining the supplemental content on the display in the next state ofthe recommendation block outputted by the selected lookup table.
 14. Theserver of claim 13, wherein the selected lookup table is configured tobe processed by the browser application by the browser application:inputting into the selected lookup table a combination of: (i) anindication of a user action executed in the browser application whilethe recommendation block is in the current state, and (ii) the currentstate of the recommendation block; and receiving from the selectedlookup table the next state of the recommendation block as output inresponse to the inputting.
 15. The server of claim 14, wherein the useraction is at least any one of: a back scroll, a scrolling action, agesture inputted into a touch sensitive input device, an actuation of atleast one key of a keyboard, and an actuation of at least one button ofa mouse, a scrolling action reaching an end of a displayed page of theweb resource.
 16. The server of claim 15, wherein the plurality offeatures includes data representative of a plurality of prior useractions by which the user had interacted with the web resource via thebrowser application, at least some of the plurality of prior useractions having caused recommendation blocks to be displayed via thebrowser application.
 17. The server of claim 16, wherein the pluralityof features includes a plurality of features of the web resource. 18.The server of claim 13, wherein the MLA had been trained based on userinteractions with training recommendation blocks and based on featuresassociated with training web resources that were accessed by users to bepresented with respective ones of the training recommendation blocks.19. The server of claim 14, wherein the instructions that when executedby the processor, cause the server to: i) receive the indication of theweb resource, ii) receive an indication of the plurality of features,iii) execute the MLA, and iv) select and send the lookup table, inresponse to the server having received the indication of the user actionexecuted in the browser application.